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Powering content : building a nonstop content marketing machine /
Powering Content is a playbook for both independent and corporate content hackers that walks you through the entire content production process-from discovery to distribution to reporting. You'll learn the hacks that enable content powerhouses to thrive.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Sebastopol, CA :
O'Reilly Media,
2017.
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| Edición: | First edition. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Copyright; Table of Contents; Preface; Attribution; O'Reilly Safari; How to Contact Us; Chapter 1. Introduction; Welcome to the World of Content Marketing; 10 Essential Steps to Content Success; Step 1: State What You Want to Achieve in Creating Content; Step 2: Understand Whom You Are Creating Content For; Step 3: Decide Where This Content Will Live; Step 4: Set Themes, Tones, and a Voice for Your Pieces; Step 5: Define a Visual Aesthetic for Your Brand's Content; Step 6: Adopt Best Practices Around Content Formats and Structure
- Step 7: Design Your Main Content Hub So That It Is Audience-FriendlyStep 8: Scale Your Content Production Process; Step 9: Shape and Consolidate Your Content Team; Step 10: Secure Earned, Owned, and Paid Distribution for Your Pieces; Part I: Wearing the Content Strategist Hat; Part II: Wearing the Content Creator Hat; Part III: Wearing the Production Manager Hat; Part I. Wearing the Content Strategist Hat; Chapter 2. Setting Content Goals; Metrics Versus Goals; Common Types of Content Goals; Goals Related to SEO; Goals Related to Increasing Signups
- Goals Related to Engaging Existing and New LeadsGoals Related to Revenue; Exercise: Figuring Out Your Content's ROI; Goals Related to Traffic; Optimizing for Conversion; Making Your Content Remarkably Persuasive; Tactics to Optimize Content for Conversion; Product Links; Gated Content; Content as Product; Test, Test, Test; Reporting and Learning; Step 1: Align Metrics with Goals and Prioritize; Step 2: Ensure That Tracking Is in Place; Step 3: Build Out Dynamic Reports; Step 4: Collect Data Periodically (Revise It Daily); Step 5: Analyze and Report on Data Periodically
- Step 6: Evaluate the Most Effective Course of ActionStep 7: Share Lessons Learned; Chapter 3. Designing Content Personas; Defining Your Content Personas; How to Get Started with Content Persona Research; B2B Versus B2C Content; Four Steps to Discover and Design Personas; Step 1: Start with Existing Data; Step 2: Conduct Nethnography; Step 3: Try Ethnography; Step 4: Ask; Synthesizing Personas; Refine All This Fuzziness; Nailing Down Personas: Affinity Diagramming; Get Creative: Name and Design Reader Personas; Buyer Personas Versus Reader Personas; Convertible Reader Personas
- Low-Involvement and High-Involvement ReadersChapter 4. Defining Your Channels; How to Keep Up with New Channels; How to Prioritize Your Channels; Five Reasons to Choose a Blog As Your Main Content Hub; Choosing Your Social Channels; Setting Up Your Social Channels; Exercise: Mapping Your Channels; The Content Desire Chart; Chapter 5. Themes, Voice, and Tone; Real-Life Examples of Core Themes; The Four-Question Technique to Find Your Own Themes; Brand Voice; Exercise: Finding Your Brand's Unique Voice; Voice Versus Tone; Sample Experimental Tones; Conversational; Funny; Informed